Sony signs as X Factor sponsor


Fox Broadcasting Company, Syco Television and FremantleMedia North America announced Sony Electronics as the official consumer electronics sponsor of “The X Factor,” premiering September 21 on Fox. So look for lots of Sony products to be used on the set.

The X Factor, created and executive-produced by Simon Cowell, makes its highly anticipated debut with a two-night series premiere event Wednesday, September 21 (8:00-10:00 pm ET/PT) and Thursday, September 22 (8:00-10:00 pm ET/PT) on Fox.

The latest Sony consumer electronics products will be featured in episodes throughout the season, and a key in-show integration will highlight the Sony products used on the set. The in-show Sony integration, product placements and advertisements will be extended with an integrated multi-platform, off-air marketing partnership that will include online digital and social media elements.

“Being part of The X Factor arrival in the US is a natural partnership fit for Sony,” said Stuart Redsun, senior vice president, marketing communications, Sony Electronics. “We are combining the element of advancing music entertainment with Sony – the greatest consumer electronics and entertainment brand – and our make.believe promise empowers consumers to believe that anything they can imagine, they can make real.”

“Fox is excited to collaborate with Sony Electronics on a truly organic integration partnership for The X Factor,” said Jean Rossi, President of FOX One and Executive Vice President of Sales for Fox Broadcasting Company.

The X Factor is produced by Syco Television and FremantleMedia North America. Simon Cowell, Rob Wade and Siobhan Greene are executive producers for Syco Television. Cecile Frot-Coutaz, Richard Holloway and Andrew Llinares serve as executive producers for FremantleMedia North America.

RBR-TVBR observation: Hardly surprising, since Simon Cowell’s Syco label is part of Sony Music. Still, the consumer electronics side of Sony has to make its own decisions about how to spend marketing dollars.